A grounded theory of affiliate marketing performance measurement in the tourism and hospitality context

Although the measurement of offline and online marketing is extensively researched, the area of online performance measurement still presents a number of unaddressed gaps, such as fragmented research and predominance of practitioner-driven measurement approaches. With a focus on affiliate marketing in tourism and hospitality, this thesis addressed these gaps and evaluates the effectiveness of practitioner-led online performance assessment. More precisely, the study explores a potential shift in affiliate marketing measurement practices, and develops a theory of affiliate marketing performances measurement in tourism and hospitality. Relying on a grounded theory research strategy, the work undertakes qualitative analysis of 72 online forum discussions, 37 interviews and 40 questionnaires with the major affiliate marketing stakeholder groups from the tourism and hospitality industry - merchants, affiliates, affiliate networks and affiliate agencies. The findings of the thesis add value to both theory and practice. The theoretical contribution of the research is twofold. First, the work furthers the broader marketing theory and in particular the distribution and promotion literature by exploring an under-researched online marketing channel - affiliate marketing - that can be employed for both promotion and distribution purposes. The study provides a detailed description of an affiliate marketing ecosystem and defines the key affiliate marketing constructs. Second, the work contributes to the performance measurement research by developing a substantiative theory of affiliate marketing performance measurement in tourism and hospitality. From the practitioner perspective, the work brings value by proposing a change in existing performance measurement practices and offering a process-oriented model of performance measurement in affiliate marketing, which details the phases and steps that managers can undertake in assessing performance. To further the findings, future research can explore the applicability of the proposed model to other industry sectors and online channels, and can develop the proposed substantive theory to a formal theory by employing other research methods, for example case studies and action research

Technology-driven online marketing performance measurement: lessons from affiliate marketing

Although the measurement of offline and online marketing is extensively researched, the literature on online performance measurement still has a number of limitations such as slow theory advancement and predominance of technology- and practitioner-driven measurement approaches. By focusing on the widely employed but under-researched affiliate marketing channel, this study addresses these limitations and evaluates the effectiveness of practitioner-led online performance assessment. The paper offers a comprehensive review of extant performance measurement research across traditional, online and affiliate marketing and, employing grounded theory, presents a qualitative in-depth analysis of 72 online forum discussions and 37 semi-structured interviews with the major affiliate marketing stakeholders. As a result, the research identifies a growing need for change in the technology-pushed measurement approaches in affiliate marketing, and proposes actionable improvement recommendations for affiliate and online marketing managers

Methodologies and methods of transnational learning

Introduction Most of the time, cognitive learning (see Chapter 1, this volume) is likely to be enabled and restricted by spatial (see Chapter 2, this volume) and organizational (see Chapter 3, this volume) frameworks, and lock-in mechanisms, which create trajectories. Attempts at transnational learning are often motivated by visions that break with some of these spatial and organizational limitations, sometimes with reference to emergent (Chapter 1) institutional phenomena or megatrends driven by globalization. The examples used in this volume are liberalization (NPM), multilevel governance in Europe (OMC, Smart Specialization), global communities defending the common interests of humanity (World Heritage), and Nordic values (see Chapters 1, 6, 8 and 13, this volume). The special case of Nordic learning is discussed more comprehensively in Chapter 8. This chapter shows how some of these forms of transnational learning may be analyzed within the parameters defined by SECI (see Chapter 3, this volume). The argument is that new knowledge creation facilitated through the analytical and organizational tools of SECI has a potential to change trajectories usually locked in by spatial and organizational restrictions. Accordingly, in the discussion on methods (see below), the chapter refers to approaches and tools that are based on SECI, which may be useful in organizing, monitoring and evaluating processes of transnational learning. In doing so, we draw upon some of the concepts introduced by Mariussen and Virkkala in Chapter 4 of this volume, such as translation and abduction. Finally, in the discussion on the practical application of the outcomes of transnational learning and innovation, the topic of emergence, introduced in Chapter 1, is reopened, from the point of departure of theories of institutional change. It is argued that continued work in this direction enables the development of analytical and methodological tools which may be used to explore empirically how transnational learning can change trajectories (see below).©2013 Routledge. This is an Accepted Manuscript of a book chapter published by Routledge in Mariussen, Å. (Ed.), Virkkala, S. (Ed.). (2013). Learning Transnational Learning. London: Routledge, on 29 April 2013, available online: https://doi.org/10.4324/9780203427156.fi=vertaisarvioitu|en=peerReviewed

Networks of Innovation : Measuring Structure and Dynamics between and within Helices, Regions and Spatial Levels. Empirical Evidence from the Baltic Sea Region

In the quantitative, macro-oriented triple helix literature, synergy is measured indirectly, through patent data, firm data and other secondary statistical sources. These macro-level quantitative studies do not open up for understanding how different processes of cooperation create different outcomes, in terms of synergies. This article presents an alternative method of measuring quantitatively how different networks of innovation in a variety of ways create different types of complex synergies. This opens up for an empirical analysis of variations of synergy formation, seen as innovation networks with different structures, formed within and between helices, regions and geographical levels. Data was collected through a snapshot survey in 10 regional cases in the Baltic Sea Region. The analysis presents how different networks of innovation within and between helices are formed by different combinations of expectations, experiences and gaps.© Seija Virkkala and Åge Mariussen, 2021. This is an open access article distributed under the terms of the CC BY 4.0 license.The authors received funding from the project LARS (Learning Among Regions on Smart Specialisation) implementing the INTERREG Baltic Sea Region Programme 2014–2020.fi=vertaisarvioitu|en=peerReviewed

Creating Growth by Connecting PlaceBased Development Strategies

In the past years, the European Commission launched three thematic Smart Specialisation platforms to support interregional collaborations and to support European Union regions committed to co-invest jointly in strategic growth areas. The bottom up component in this process has resulted in a wide variety of industry-scientific partnerships at regional and transnational levels. These networks include regions, which are very different in terms of innovation ecosystems, but nevertheless connected through shared thematic focus enabling transnational processes of innovation. This paper explains how interregional partnerships build on the efforts and results achieved in national and regional research and innovation strategies for Smart Specialisation and how, as a result of this, new European innovation ecosystems are emerging. With reference to existing literature and experiences so far, the paper outlines a conceptual framework of how transnational cooperation may strengthen regional place-based development strategies and improve regional innovation capabilities. Key analytical concepts are proximity, knowledge complexity, entrepreneurial discovery processes, stakeholder analysis and cluster emergence.© European Union, 2020. The reuse policy of the European Commission is implemented by the Commission Decision 2011/833/EU of 12 December 2011 on the reuse of Commission documents (OJ L 330, 14.12.2011, p. 39). Except otherwise noted, the reuse of this document is authorised under the Creative Commons Attribution 4.0 International (CC BY 4.0) licence (https://creativecommons.org/licenses/by/4.0/). This means that reuse is allowed provided appropriate credit is given and any changes are indicated. For any use or reproduction of photos or other material that is not owned by the EU, permission must be sought directly from the copyright holders.JRC Technical report JRC12224

Connectivity and innovation potential in Pomorskie ICT and Energy : comparison across the Baltic sea region

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A connectivity model as a potential tool for smart specialization strategies

The article contributes to the smart specialization literature by presenting a new approach, connectivity analysis, where Triple Helix (TH) relations (involving universities, companies and government) are at the centre of the entrepreneurial discovery process. Relations between helices may be seen, from the point of departure of proximity, as preconditions of connectivity, or interaction, measured through expectations and experiences. This offers potential solution to two limitations of proximity approach: its static nature and narrow focus on dyadic relationships. The connectivity analysis reveals the extent of mutual expectations, as well as tensions, or gaps. Based on this analysis, the article presents a policy model that is used to map structures of networks and gaps between TH actors. It may also identify strengths, weaknesses and problems. This analysis is used as input to structured dialogues between actors in leading positions in the TH and in smart specialization policy-making and implementation. This approach may lead to policy interventions supporting entrepreneurial discoveries. The model has been developed in partnership with researchers and the Regional Council of Ostrobothnia. The article also presents this case study and demonstrates the use of the connectivity model in practice.fi=vertaisarvioitu|en=peerReviewed

Municipalities and communities enabling social innovations in peripheral areas – case studies from Ostrobothnia, Finland

The article focuses on social innovation processes (SIs) in rural areas in Nordic countries. There are different roles of actors in SI processes such as initiator, promotor and connector, facilitator, follower, opponent, and others. What roles or contributions can municipalities provide to opportunity-driven SI processes in rural localities? More specifically, what kind of relationships can there be between the municipality and local communities in SI processes? The empirical findings presented in this article identifies three specific contributions from municipalities: (1) surveyor of opportunities (in the initiation phase), (2) promoting projects by providing resources such as knowledge and legitimacy (promoter and connector), and (3) securing the future of successful results (promotor and connector). We argue that the reasons why municipalities focus of these specific contributions is that they can be aligned with municipal coordinating mechanisms. Within this framework, they may provide resources, such as the ability to formulate local needs, sector expertise, long-term thinking, knowledge of local and extra-local opportunities (funding and partners), legitimacy, trust, and social capital. In successful SI processes, these inputs from municipalities may empower communities to deliver complimentary resources, such as voluntary work, ideas, the social capital, and legitimacy of local networks.© 2023 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/),which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. The terms on which this article has been published allow the posting of the Accepted Manuscript in a repository by the author(s) or with their consent.fi=vertaisarvioitu|en=peerReviewed

Overvekt og fedme i organisert livsstilsendring - En kvalitativ studie

Sammendrag Tittel: Overvekt og fedme i organisert livsstilsendring – En kvalitativ studie Bakgrunn: Overvekt og fedme er et økende folkehelseproblem blant befolkningen, både nasjonalt og internasjonalt. Dette er en utfordring som er nesten tre ganger så vanlig nå som det var i 1975, og overvekt og fedme kan forebygges, i utgangspunktet med relativt enkle og effektive samfunnsøkonomiske tiltak. Formål: Målet med denne masteroppgaven er å undersøke og få en bedre forståelse av hvordan voksne personer med overvekt og fedme opplever å delta i en organisert livsstilsendring. Metode: Studien benyttet en kvalitativ forskningstilnærming med et fenomenologisk design. Semistrukturert intervju ble benyttet, og utvalget besto av 11 personer i alderen 45-59 år som var under endring av egen livsstil. Intervjuene ble analysert ved bruk av tematiske analyse, og programvaren OpenCode ble benyttet. På bakgrunn av dataanalysen ble det etablert fire hovedtema og ti undertema. Resultater: Funn fra studien viste at tilhørighet til en gruppe var av stor verdi. For deltakerne var gruppen en støtte, og hadde en forståelse som ikke andre enn gruppemedlemmene hadde. Deltakerne gav uttrykk for savn i tiltaket, blant annet psykolog og tettere oppfølgning. Funn fra studien viste også til motivasjon og mestring som en ny og uventet følelse for deltakerne. Konklusjon: Denne studien har gitt en ny kunnskap om hvordan voksne personer med overvekt og fedme opplever å delta i organisert livsstilsendring, og endring av deres helse. Opplevelser og erfaringer igjennom organisert livsstilsendring var av stor betydning, spesielt verdien av å ha god tilhørighet til en gruppe. Erfaringer var knyttet til motivasjon- og mestringsfølelse, og opplevelsen av mestring knyttet til livsstilsendringen skapte en glede blant deltakerne. Studien bidrar til å tilføre mer kunnskap og bedre innsikt på tema overvekt og fedme. Nøkkelord: Overvekt, fedme, livsstilsendring, mestring, motivasjon, opplevelse og erfaring.Abstract Title: Overweight and obesity in an organized lifestyle change – A qualitative study Background: Overweight and obesity are a growing public health problem among the population, both nationally and internationally. This is a challenge that is almost three times as common now as it was in 1975, and overweight and obesity can be prevented, initially with relatively simple and effective socioeconomic measures. Aim: The aim of this master thesis is to investigate and gain a better understanding of how overweight and obese adults experience participating in an organized lifestyle change. Method: The study used a qualitative research approach with a phenomenological design. Semi-structured interviews were used, and the sample consisted of eleven people aged 45-59 who were in the process of changing their own lifestyle. The interviews were analyzed using thematic analysis, and the software OpenCode was used. Based on the data analysis, four main themes and ten subthemes were established. Results: Findings from the study showed that belonging to a group was of great value. Fore the participants, the group was a support, and had an understanding that no one but the group members had. The participants expressed a lack of the initiative, including a psychologist and closer follow-up. Findings from the study also pointed to motivation and coping as a new and unexpected feeling for the participants. Conclusion: This study has provided new knowledge about how overweight and obese adult experience participating in organized lifestyle change, and changing their health. Experiences through organized lifestyle change were of significant importance, especially the value of having good belonging to a group. Experiences were linked to feelings of motivation and mastery, and the experience of mastery linked to the lifestyle change created joy among the participants. The study contributes to adding more knowledge and better insight into the subject of overweight and obesity. Keywords: Overweight, obesity, coping, motivation, experience